W/S 19, IPR Strategies and Tech. Management in Growth Economies, LESI 2014 The Business Transformation and IP Strategy 2014. 5. 21. Han Sun Lee Director, Intellectual Property LG Chem, Ltd. Overview of LG Chem VISION To be a global leader – Growing with customers by providing innovative materials and solutions Business Evolution History 2013 1947 Started household & health care business 1953 Started industrial materials business 1977 Expanded into petrochemical business 1979 Established LG Chem Research Park 1984 Started engineering plastics businesses 1992 Life science business (pharmaceuticals) 1999 Launched IT & electronic materials / battery businesses 2009 Entered into Large-format battery businesses Annual revenue : US $ 21.5 Bil Employees : 22,200 9 plants (domestic), 33 subsidiaries around the world 1/10 Business Transformation Entering Chemical Industry Growth & Expansion Efficiency Innovative Materials/ Solution Partner Evolution Battery for EV IT Material/Battery LG Chem, Half century of successful transformation Life Science Product Fine Chemicals Petrochemicals LG Chem Industrial Material LG chemical LG H&H Household Competences 1947 1950 LG LS 1960 Chemical Engineering Polymer Processing Chemistry Adv. Organic Chemistry Biotechnology Material Science NT/ET/BT/IT Fusion Tech. 2/10 1970 1980 1990 2000 2010 Business Profile Batteries Mobile Automobile Energy Storage Petrochemicals & Polymers IT & Electronic Materials Polarizer Naphtha Cracking Center Photosensitive Mat’ls ABS USD 21.5 Bil (Year : 2013) 3D TV FPR Polyolefin (PE, PP) OLED Materials 3/10 Engineering Plastics Changes in R&D Portfolio Opportunity Portfolio* Technical Uncertainty High ③ Implication ⑤ Enhancement - ① R&D 6σ(Sigma) (ex, DFSS) ② ④ Platform - ② Core Technology Platforms : : Fusion with Emerging technologies ① Option - ③, ④, ⑤ Low Low Market Uncertainty High Open Innovation Radical Innovation ① Enhancement Launch, ② Platform Launch, ③ Positioning Option, ④ Scouting Option, ⑤ Stepping Stones * Source : Ian MacMillan/2002 Industrial Research Institute “Crafting R&D Project Portfolio” 4/10 Benchmarking, IP Management Intellectual Capital Complementary Business Assets Human Intellectual Capital Assets Community Capital Intellectual Property Distribution Capabilities Value Creation Value Extraction Structural Capital *Modified from the source : Patrick H. Sullivan, Profiting From Intellectual Capital, John Wiley & Sons, 1998 5/10 $ Vision of IP Management Activity IA Management Tipping Point Strategic IP Management Outcome Oriented IP Management Market/Customer Oriented IP Management Level • Expanded Intangible Assets for Management - Strategic Management for All Kinds of IA including Trade Secrets, Know-how, Databases - Systematic Approach Ⅳ • Combining Business Strategy with IP Strategy • IP Strategy is clearly separated from Tech. Strategy • Maximazing Value Extraction from IP Ⅲ • Achieving IP Competitiveness in the market - Key Performance Index for each Business/IP member - Patent Development for De Facto Standard - Negotiations for Licensing In/Out, IP Acquisition II • Business Oriented IP Management System - Supporting Business Decisions / Activities - Working with Customers, Cross-functional Team • Financial System / Cost Economy 6/10 Ⅰ First Mover Products Li-ion Battery for xEV 3D Film Patterned Retarder(3D FPR) For 3D TV 7/10 IP Strategy Aligned with Hype Curve Create Buy License Litigate *Modified from “The New IP Strategy Agenda”, By Arvin Patel & Paul Germeraad 8/10 IP Strategy Issues Business Strategy Fast Follower First Mover Time on Market IP Strategy Issues Design Around, Licensing-In, Cross-Licensing, Litigation For Freedom to Operate Develop, Buy Patents For De Facto Standard, IP Strategy = Tech. Strategy IP Strategy ≠ Tech. Strategy 9/10 Licensing-Out, Litigation, For Value Extraction Thank You for Your Attention! 10/10
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